Software as a service (SaaS) marketing has seen recent growth in the business-to-business markets in the contemporary age. The success of this form of marketing has been attributed to its unique characteristics such as shorter sales cycles, low barriers to entry, and long-term customers.
Having software as a service is an evolving and dynamic industry, and therefore the constant changes make the sales cycles short. The article aims to provide ways in which SaaS marketing can grow. Acquiring new customers is the ultimate way of growing SaaS marketing.
Reach Out To Prospects
In his dissertation introduction, Martin Sturgill, Chief Marketing Officer at SwiftPapers, has argued that, during free trial signups, it is advisable to call or reach out to the prospects to ensure customer development. It is important to ensure that every subscription receives a phone call immediately to get feedback on whether the website is performing well.
People feel appreciated when they get phone calls, and it is more likely to create customer loyalty. Insights that SaaS marketers gain from consumer engagement can be turned into hypotheses for formulating experiments that give better ways to generate traffic. However, the phone call option should be optional to the prospects, and they should decide whether they want the company to call or not.
Identifying that customers are the foundation throughout the cycle is critical. As stated by Lorren Piroch, Marketing Director at ConfidentWriters, SaaS marketers should develop detailed and accurate personas from the marketing stage to the post-sales stage.
The segments are created by focusing on their demographics, the primary industry and their role in the company. The demographics such as age, location, and gender are important in the sales effort. The primary industry is salient to consider as SaaS solutions target different niches in the market.
The role of personas includes decision making, influencing or advocating, whose actions should be found in the SaaS marketing efforts.
Product market fit determines if the SaaS solutions meet the needs of the market. A successful SaaS marketing strategy should identify the target market that is best suited to be helped by the solutions offered. The identified market will subsequently sustain the business, and their loyalty will facilitate its growth.
The association between the marketer and the consumer is frequent in a product-market fit to enhance a conducive environment for growth. A product market fit is achieved by integrating feedback channels that enhance engagement and solicit feedback.
Encouraging the customers to provide feedback is a predominant approach at every product development stage as it provides the necessary information needed to improve a product. Feedback also succors the marketer to identify whether new feature systems that have been employed are essential and helpful.
Create Content Mapping
Content mapping identifies the short cycle of the buying process that the consumer engages in. From the time the consumer searches for information on the content, to their actual decisions on making the purchases, they consume content that helps them make the decisions.
This information informs their assessment, and therefore a SaaS marketing strategy should pay vital attention to the buyer’s journey. The stages of the buyer’s journey include: awareness, consideration, decisions, and adoption.
In the awareness stage searchers for information on solutions that might need their needs. This search is based on the company’s ability to make aware of their products and services. A SaaS marketing strategy should seek to educate and inform the public on the potential solutions they have to offer.
In the consideration stage, the consumers have illuminated possible solutions and are searching for providers to solve them. At this point, the SaaS marketers should be on top of the challenge and offer the best possible solution.
The decision stage is where the consumer has already made up their mind on certain brands. The marketers should be aware of this, and make contact the minute sign ups for free trials are made.
In the adoption stage, the consumer finally shifts from free trial to paid content. To ensure that the consumer is satisfied with the content, meaningful experience should be generated to achieve the desired outcome.
The article exhaustively covers some of the ways SaaS marketing can achieve growth. Making sure that consumers have great experiences and meaningful activity ensures the success of the company.